Universiti Tenaga Nasional

CESB 493 Integrated Civil Engineering Design Project

SE Perunding Sdn. Bhd.

(Sustainable Engineering Consultants
Private Limited Company)

Business Plan
Group

:3

Members:
NAME OF MEMBERS

ID

CHIA WEI KANG

Mohd Noor Fikry Bin Ag Rakawi
PUNIYARASEN A/L PERUMULSELUM
Mior Amin Aimran b Mior Abdul Aziz
Muhammad Syazuan Bin Samad
SURENTHAR A/L SANDRASEKERAN

Lecturer

CE09082
3
CE08977
8
CE08979
3
CE08977
4
CE09037
0
CE09194
3

: Ir Zakaria bin Che Muda

Date of Submission

: 4th November 2015

Table of Content
No
1
2
3
4
5
6
7
8

Details
Executive Summary
Vison and Mission
Market Opportunity
Business Strategy
Organization and Operation
Management
Core Competency and Challenges
Finances

Page
3
4
5-9
10,11,12
13
14-20
21
22

1. Executive Summary
SE Jurunding Sdn. Bhd is founded on 29th October 2015. SE Jurunding Sdn. Bhd will be
position as a engineering, project management and consulting firm who core competency
is to provide a complete engineering solution for clients from pre-construction until
completion of project.
1.1 Mision and Vision
Our vision is to become a regional benchmark firm in infrastructure development. Our
mission is to provide our customer with a complete hassles less engineering solution that
preserve the future.
1.2 Market Opportunity
In the coming, Malaysia will have a lot of development especially infrastructure. As
recently announce the Light Rail Transit Project and Greater Kuala Lumpur. The
government also recently introduce Construction Industry Transformation Programme
2016-2020 to improve the construction industry in Malaysia. With the current and future
trend of sustainable development and Building Information Modelling, SE Jurunding
Sdn. Bhd determined to offer service to meet the needs of the market
1.3 Business Strategy
SE Jurunding Sdn. Bhd offer 3 major services, namely Integrated Project Delivery,
Specialized Engineering Consultancy, and Construction Project Management. SE
Jurunding Sdn. Bhd also use cost effective strategy as the entrance to market as the
startup cost is not high due to limited overhead and small space office facilities.
1.4 Operation
The engineering firm will be founded upon a limited liability composed of SIX engineers.
All of us will have a Bachelors Degree in Civil Engineering. The SIX engineers will be
equal partners in the business and each invest a certain amount of personal savings to get
the firm off the ground. This contributed capital will come from personal savings, and
family loans. In addition to the necessary engineering expertise to perform the core
competency of the business, each engineers will each have specific responsibilities in
managing the firm. Chia Wei Kang will be the lead partner in this startup
1.5 Financing

2. Vison and Mission

Vision
Our vision is to become a regional benchmark firm in infrastructure development.
Mission
Our mission is to provide our customer with a complete hassles less engineering solution
that preserve the future.
Core Value
In SE Jurunding Sdn. Bhd. , we are guided by a set of core value in everything we do.
Integrity
We act with integrity and professionalism in everything we do and with everyone we
come across with.
Efficiency
Not only we deliver our works efficiently but we make every penny count.
Sustainable
We commit passionately to excel at what we do but most importantly, we preserve the
future
Quality
Quality is our guidance in work and excellent is philosophy of our work. We strive to
deliver excellent service.
Customer First
We place our customers at the heart of everything we do, constantly reach customers
expectation.

3. Market Opportunity
SE Jurunding Sdn. Bhd will be a full engineering,project management and consultancy
startup. SE Jurunding Sdn. Bhd will focus on all of department regarding the works to be
done in a Civil Engineering including Structure, Geotechnical, Water/Sewerage and
Environmental, and Road and Drainage Engineering.
This firm will provide a sustainable, economical and innovative design service,
maintaining a great design technology. The firm meets client needs on projects of all
sizes.
SE Jurunding Sdn. Bhd Market Target will be focus on the following type of location:

Residential

Infrastructure

Industrial

The company is Project oriented where each project involves:

Rehabilitations

Renovations

Additions

New Construction

Market Analysis

10%

Engineering /Architectural
Firm

20%

Government/Public Sectors

50%

Law Firms
Local Contractors

10%

Private Individuals

10%

Market Analysis in Consultation Engineering Firm

SE Perunding Sdn. Bhd. will provide engineering and management consulting services to
architecture, civil engineering and construction companies. Construction services may be
limited to occasional field visits and certain contract administration requirements.
Nowadays, in consultancy services, architectural is the highest percentage among
structural, mechanical and electrical design. But mostly our most important clients will be
mainly established within the civil engineering firms who require civil engineering
services.
List of Industry Customer
Sustainable Engineering Sdn Bhd had cooperated with small or renowned such SP Setia
Sdn. Bhd., Maybank Sdn. Bhd., IOI Group Sdn Bhd and JKR Sdn. Bhd. Most of our
clients are from construction companies. There are also consulting companies that work
with us as the joint venture.
Market Penetration Strategy

Increase Usage by Existing Customer

Restructure a mature market by driving out competitors

Maintain or increase the market share of current Services

Secure dominance of growth markets


Total Industry Revenue
The revenues of the domestic Engineering Consultancy Service industry were estimated
to be worth between RM1.59 billion to RM2.39 billion against the total construction
project size of RM78.6 billion (Accenture 2010).
Market Growth
Year
Revenue
(RM)

2015
6,063,692

2014
6,724,607

2013
5,356,747

2012
5,336,654

2011
4,481,869

2014

2015

Revenue
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0

2011

2012

2013
Revenue

Market Profitability Strategy

While different firms in a market will have different levels of profitability, the average
profit potential for a market can be used as a guideline for knowing how difficult it is to
make money in the market. Michael Porter devised a useful framework for evaluating the
attractiveness of an industry or market. Our Firm is using the Porters Five Forces
guidelines to influence the market profitability:
1

Buyer power

Supplier power

Barriers to entry

Threat of substitute products

Rivalry among firms in the industry

Market Profit

60%
50%
40%
30%

57%

20%
28%
10%

15%

0%
Project Consultancy

Software Services

Project Management

Within the 3 types of services stated, consultancy have the highest profit margin among
other types of service.

Major competitors
GCU Consultants Sdn Bhd
GCU was established in 1998 and has grown over the years providing consulting services
in the field of geotechnical, civil infrastructural, structural, mechanical and electrical
engineering. GCU Group has adequate manpower resources and technical capability to
undertake or support any major engineering consultancy works.
G & P Professional Sdn. Bhd
G&P Professionals Sdn Bhd has its humble beginning when its first specialist form, Gue
& Partners Sdn Bhd (now G&P Geotechnics Sdn Bhd) Started its operation on 15
September 1999, Initially, the company provides independent consultancy specializing in
Geotechnical and Geo-Environmental engineering, Today, G&P Professionals Group is a
one stop engineering specialists service centre that provides engineering consultancy
services in the areas of Geotechnical, Civil, Structural, Mechanical & Electrical,
Maritime, Infrastructure, Transportation, Highway, Geo-Environmental, Claims &
Contracts, Water Engineering, Dam, Hydrology and Hydraulics
Petareka Perunding Sdn Bhd.
Well Established engineering firm would be our main competitor. The firm practises in
civil, structural, mechanical and electrical engineering and has offices in Kuala Lumpur,
and affiliated offices in Sabah and brunei. The firm . They believe in their philosophy that
is The Client deserves the only the best value for their investment. They are one of the
Member of ACEM panel of Consulting Firms.

LTE Engineers Sdn Bhd

Establish in 1989 and formerly known as LTE Consultants Sdn. Bhd. They were
recognized as highly specialized civil&structural engineering team within a short time
9

and they also manage to get a few of projects on oil and gas industry. They had been
actively involved in industrialized building system,project management and industrial
development. The number of their clients increasing aminly due to they offer full
engineering services.

4. Business Strategy
4.1 Market Strategy
4.1.1 Product and Services
To effectively compete ther engineering firms that offer consulting services in the
industry, the startup will be set apart through positioning and cost effective solutions.
Currently in Malaysia, most of the engineering companies is either consulting company,
project management company or construction company. To tackle the current emerging
trend in engineering, the startup have decided to provide 3 types of major services which
is
a. Integrated Project Delivery
A hassle less complete engineering solution for engineering and project
management, from pre-construction until completion of the project.
b. Specialised Engineering Consultancy
Assist client to solve the problems in Geotechnical Engineering, Structural
Engineering, Highway & Drainage Engineering, and Water, Sewer and
Environment Engineering.
c. Construction Project Management
Assist client new build or refurbishment project goes to plan, stay on budget and
delivery on time.
4.1.2 Marketing Strategy
4.1.2.1 Target Market
The startup targeted infrastructure development consultancy.
4.1.2.2 Marketing

10

To ensure the exposure of the startup, we will use the following strategy to market our
company:
a. Public Relation
Reach out to company and inform them about our service
b. Advertising
Advertising on website or media medium.
c. Trade Show
Attend any related trade show or conference to interact with more people in the
industry and introduce them our startup service.

4.2 Pricing
The consultation fees in Malaysia are government by REGISTRATION OF
ENGINEERS ACT 1967
NOTIFICATION OF SCALE OF FEES (REVISED 1998).
4.2 Business Model
4.2.1 Revenue Steams

Revenue Stream

33%

33%

33%

Integrated Project Delivery

Specialised Engineering Consultancy

Construction Project Management

The startup have anticipated equal percentage of income contributed from the serviced
provided for the first 2 years. However, as the startup mature,the major service provided
will shift focus to integrated project delivery.
11

4.2.2 Profit Margins

Due to the low operating cost of the startup and intention to provide cost effective
services, the startup anticipate the profit margin
4.2.2 Market Share
At the 5th year, the startup target to obtain a conservative of 3 percent of market share.
4.2.3 Growth
The startup anticipated annual growth of 20 percent for each year.

4.3 Strategy Initiatives

4.3.1 One-Stop Engineering Solution
The startup is establish as a engineering,project management and consulting firm. Offer
service from pre-construction until the completion of the project. This integrated service
enable better communication between client and engineering firm and able to reduce the
cost
4.3.1 Green Building Index Complaint
In recently years, sustainable development have become benchmark in civil development.
The startup take opportunity of this trend and position the startup as sustainable
consulting firm.
4.3.2 BIM-Ready (Building Information Modelling-Ready)
Currently in Singapore all the development submission already required the company to
be BIM-ready. While in Malaysia currently the authorities are drafting the guideline for
BUM procedure. BIM have already been widely used in the world. Hence, the startup
also recognised this as an opportunity to differentiate ourselves with the other.
4.4 Timeline
The flow chart below represent our company milestone in the next five years

12

2017
2 01 5 2 0 1 6
GBI
20 mil ion Launched
Compliant ,
woth Project Website
BIM-Ready

2 01 8
2019
Recruitment
E x p a n s io n of
of New
Company
Partner

5. Organization and Operation

5.1 Startup Structure

13

Patent or Trademark Protection

Due to the fact that every nature of project is different, we will not have any patent or
trademark protection issues.

5.2 Location and Facilities

As mentioned under service advantages, the location of the startup is not an important
factor as long as the engineers are able to transmit information from the potential
construction site back to the office for study and detailed analysis. This service advantage
will fulfill the one of the characteristics of a life style startup. The engineers of the firm
will be flexible enough to travel to wherever the customer or structures may be located to
offer consulting services. One of the inherent characteristics of engineering firm is that
the required facilities to successfully run the business are quite small. Very little
overhead, office space, or equipment is required to immediately begin performing
consulting services. Also, relatively little capital is required to purchase this equipment
(i.e., computers, analysis software, and communications).

6. Management
6.1 Description of Management Team
The engineering firm will be founded upon a limited liability composed of SIX
engineers. All of us will have a Bachelors Degree in Civil Engineering. The SIX
engineers will be equal partners in the business and each invest a certain amount of
personal savings to get the firm off the ground. This contributed capital will come from
personal savings, and family loans. In addition to the necessary engineering expertise to
perform the core competency of the business, each engineers will each have specific
responsibilities in managing the firm. The responsibilities of each partner are stated as
below:
1. Chia Wei Kang as Lead Partner
Responsibility: Project Manager, Marketing
2. Mohd Noor Fikry Bin Ag Rakawi as 1st Partner
Responsibility: Structural Engineer, Finance
3. Puniyarasen A/L Perumulselum as 2nd Partner
Responsibility:: Structural Engineer, Business Analyst

14

4. Mior Amin Amin Aimra bin Mior Abdul Aziz as 3rd Partner
Responsibility: Geotechnical Engineer, IT Support
5. Muhammad Syazuan Bin Samad as 4th Partner
Responsibility: Water, Sewer and Environmental Engineer, Administration
6. Surenthar A/L Sandrasekeran as 5th Partner
Responsibility: Highway and Drainage Engineer, Human Resources
6.2 Startup Mentor
To establish SE Jurunding Sdn. Bhd. as a great company and its growth, the company
have appointed Ir Zakaria Bin Che Muda as the startup mentor. The mentor able facilitate
an improvement in the leadership of a company, business development opportunities,
strategy development, having an outside perspective, and discussing companys
performance and outlook with a knowledgeable, objective professional.

6.3 CV of Key Personnel

LEADPARTNER(ROADANDDRAINAGE)
Ir.ChiaWeiKang
16, Jalan Sungai Merbau 32/84,
Kemuning Greenville,
40460 Shah Alam Selangor.
ContactNo:

0135883578

Citizenship:

Malaysian

DateofBirth:

16thJuly1980

Age:

35YearsOld
15

Email:

CE090823@utn.edu.my

ACADEMICQUALIFICATIONS
19991992

UniversitiTenagaNasional(UNITEN),Malaysia
BachelordegreeinCivilEngineering(Honors)

19951996

CaliforniaInstituteofTechnology,UnitedStated
MasterdegreeinCivilEngineering

PROFESSIONALBODIES
2004

IEMCorporateMember

2006

ProfessionalEngineer,BoardofEngineerMalaysia.

2006

2008Present

InternationalAssociationofEngineers.

MemberoftheBoardofEngineersMalaysia(BEM)

WORKINGEXPERIENCES
2004Present

AECOMIrelands

16

20022004
19951996

ArupUK
GamudaSdn.Bhd
ProjectEngineer.PlanningandTakeoff.

PARTNER (STRUCTURAL ENGINEERING)

Ir. Dr. Puniyarasen Perumulselum
35, Jalan Merpati 5,
Taman Sri Kamban,
70100, Seremban,
Negeri Sembilan Darul Khusus.

Contact No:

017-6135532

Citizenship:

Malaysian

Date of Birth:

7th November 1980

Age:

35 Years Old

Email:

arasan_117@hotmail.com
ACADEMIC QUALIFICATIONS

2000 2004

Universiti Tenaga Nasional (UNITEN), Malaysia

Bachelor degree in Civil Engineering (Honors)

17

2005 2007

University of California, Berkeley

Master degree in Civil Engineering

2011 2012

Birla Institute of Technology, India

PHD degree in Structural Engineering

WORKING EXPERIENCE
2008 2010

IJM Land Berhad

2013 present

SE Consultancy Firm

PARTNER(GEOTECHNICALENGINEERING)
Ir.MiorAminAimranBinMiorAbdulAziz
No. 34 Jalan Raja Abdullah Satu
9/19a Seksyen 9, 40100
Shah Alam, Selangor
ContactNo:

0193757470

Citizenship:

Malaysian

DateofBirth:

3thApril1975

Age:

40YearsOld

18

Email:

aminmior@gmail.com

ACADEMICQUALIFICATIONS
19951999

UniversitiTeknologiMara(UITM),Malaysia
BachelordegreeinCivilEngineering(Honors)

20002003
20102014

Massachusetts Institute of Technology

(MIT)
MasterdegreeinCivilEngineering
UniversitiTenagaNasional(Uniten)
PHDdegreeinGeotechnicalEngineering

PROFESSIONALBODIES
2005

AmericanProfessionalEngineeringLicense,P.Eng.

2006

Professional Engineers Examiner for the Board of

Engineers.

2007

MemberoftheBoardofEngineersJordan(JBE)

2008

InternationalAssociationofEngineers.

2009Present

MemberoftheBoardofEngineersMalaysia(BEM)

WORKINGEXPERIENCES
2004Present
20022004

DPIConsultSdn.Bhd.(StructuralDepartment)
JabatanKerjaRayaMalaysia(JKR)

19

GTGeotechnicalEngineeringServicesSdn.Bhd.
Designthefoundation.Preparedwrittenproposals,reports,andbill
ofquantity(BQ).
Ir. Mohd Noor Fikry bin Ag Rakawi

19951996

House No.16,
Lorong Sri Kepayan 1,Sri Kepayan Phase 6,
88200 Kota Kinabalu, Sabah, Malaysia
Mobile : 014-6737518
Email : fikryrakawi@gmail.com
D.O.B. :15 September 1976 (39 years old)

Educational Background
2012-2014
: University of Cambridge
PHD degree in Civil Engineering
2006-2009

: University Teknologi Malaysia

Master Degree in Civil Engineering

1993- 1998

: Universiti Tenaga Nasional (UNITEN)

Bachelor of Civil Engineering (Hons)

Professional Bodies

2009

American Professional Engineering License, P.Eng.

2006

Professional Engineers Examiner for the Board of Engineers.

2007

International Association of Engineers.

2009 Present

Member of the Board of Engineers Malaysia (BEM)

20

Working Experience
1998-2006

:Lembaga Pembangunan Perumahan dan Bandar

2009-2012

:Pembinaan Kekal Mewah Sdn Bhd

PARTNER(WATER&SEWER)
Ir.MuhammadSyazuanBinSamad
No 1, Jalan Impian Gemilang 2,
Taman Saujana Impian,
43000, Kajang, Selangor.
ContactNo:

0129507717

Citizenship:

Malaysian

DateofBirth:

18November1975

Age:

40YearsOld

Email:

Syazuan@live.com

ACADEMICQUALIFICATIONS
19951999
20002004

UniversitiTenagaNasional(UNITEN),Malaysia
BachelordegreeinCivilEngineering(Honors)

TheUniversityofBristol,UnitedKingdom
MasterdegreeinCivilEngineering

PROFESSIONALBODIES

21

2006

2006
2007

2008Present

Professional Engineers Examiner for the Board of

Engineers.
MemberoftheBoardofEngineersYemen(YBE)
InternationalAssociationofEngineers.

MemberoftheBoardofEngineersMalaysia(BEM)

WORKINGEXPERIENCES
2004Present

SNAkmidaSdn.Bhd.

20022004

JabatanKerjaRayaMalaysia(JKR)

PARTNER(ROADANDDRAINAGE)
Ir.SURENTHARA/LSANDRASEKERAN
188, lorong Nenas 1A,
Taman Nenas,
09000, kulim, Kedah
ContactNo:

0174224034

Citizenship:

Malaysian

DateofBirth:

15thApril1975

Age:

40YearsOld

22

Email:

Suren.schuma@gmail.com

ACADEMICQUALIFICATIONS
19941998

UniversitiTenagaNasional(UNITEN),Malaysia
BachelordegreeinCivilEngineering(Honors)

19992002

NasionalUniversityofSingapore
MasterdegreeinCivilEngineerinj

PROFESSIONALBODIES
2004

AmericanProfessionalEngineeringLicense,P.Eng.

2006

Professional Engineers Examiner for the Board of

Engineers.

2006

MemberoftheBoardofEngineersYemen(YBE)

2007

InternationalAssociationofEngineers.

2008Present

MemberoftheBoardofEngineersMalaysia(BEM)

WORKINGEXPERIENCES
2004Present
20022004

PreseverBina
PembinanMitrajaya

23

19992002

UEMBuilders
Design the drainage system and highway. Prepared written
proposals,reports,andbillofquantity(BQ).

7. Core Competencies and Challenges

Experienced and committed management team
SE Jurunding Sdn Bhd management team has considerable experience in the engineering
industries. Our team has highly respected technical, project development and business
management skills and a proven track record of successful project delivery. This
extensive experience and reputation together with a team of dedicated and reliable staff
and subcontractors provides SE Jurunding Sdn Bhd with a key competitive advantage in
securing new contracts and winning repeat business.
Integrated service capability
SE Jurunding Sdn Bhd integrated business model enables the Company to provide clients
with innovative, efficient, high quality and cost effective project solutions across the
project development life cycle. Through this integrated service offering, SE Consultancy
Firm has been able to maintain continuity of project participation from studies through to
development and operational support. As a result, the majority of SE Consultancy Firms
projects have been directly negotiated with clients on fair and competitive terms.
Attractive contracting method
SE Jurunding Sdn Bhd ability to provide integrated EPC solutions with flexible contract
arrangements reflecting client and project risk profiles has provided SE Consultancy Firm
with a key competitive advantage in winning projects and expanding the Companys
project pipeline. This competitive advantage is attractive especially amongst junior and
mid-sized resource companies seeking the certainty of a fixed price arrangement and
schedule as well as innovative, high quality and cost effective project solutions. In
addition, SE Consultancy Firm can provide total 'make good plant performance
warranties and guarantees.
Established management systems
SE Jurunding Sdn Bhd history of successful and profitable project delivery reflects its
comprehensive management systems designed to accurately manage risk and enable
informed and robust risk / reward outcomes. For all projects, SE Consultancy Firm
undertakes detailed in-house contract management and completion reviews in order to
limit potential liability and loss exposures and to ensure high quality standards are
continually met. These management systems combined with SE Consultancy Firms deep
industry knowledge and its excellent cost capturing and control systems provide a strong
competitive advantage.
Strong client relationships
24

SE Jurunding Sdn Bhd and its management team have successfully developed and
maintained strong client relationships that provide a key competitive advantage in
winning new contracts as clients seek to maintain, expand and diversify their operations.
8. Financing
One of the advantages of being a first mover in such a large emerging market wiII be the
firm's ability to build a foundation of work experience and trust with customers in the
first few years while posing no real threat to current competitors in the construction
industry. The key question will be whether or not this new startup can quickly fill the
market demand before the other players in the industry actually become experts in the
green building design and building information modelling ready consulting firm. One of
the startup base assumptions is that the startup will have two to three years to build this
experience and prepare for direct competition with other engineering firms who are just
entering the market.
The base assumption of the source of revenue will be the total work cost of the project
required the startup consultancy. The assumption of income for first year will be
consultancy services provided to a 20 million worth projects with the percentage of 4.88.
The growth rate assumption will be 20 percent for each year for the first three years and
50 percent for the 4th and 5th year.
The assumption of the salary for the engineers are RM3335. And there is no corporate tax
on newly establish company.
Projected 5 year Income

25